Case Studies

Exploring a Mini World for Maxi Insight

Posted On: 05/29/14

By: Ilka Kuhagen, IKM, Munich   

As Online Communities or MROCs have become more established, many researchers say they can only succeed with large numbers – in some cases more than 100 – to gain qualitative insights. This research shows a small group, selected carefully and facilitated with the toolbox of a qualitative researcher can provide deep insights for strategic marketing decisions.

Men’s and Women’s Relationships are Changing in Mexico

Posted On: 03/8/14

By Lázaro Martínez and Astrid Velásquez

Since the 1980s, formal “man and woman” relationships have been changing in Mexico. It was during this decade of economic crisis that many paradigms shifted. The economic crisis contributed to accelerating changes in the male and female traditional roles, mostly due to increasing female participation in the workforce.

Global Village: Teens and Technology

Posted On: 03/8/13

By: Ilka Kuhagen    Corette Haf   

Outside North America, online qualitative research has been viewed skeptically and done only to a limited extent. But a strong case can be built statistically for the potential of using qualitative research worldwide.